THE RISE AND FALL OF PRINT MEDIA
By Mona Loring
Early this year, MLC PR publicist Jordyn Borczon wrote a piece about the dying breed of print magazines. It seems that she was right on the money and the print media industry has sadly, only gotten worse. According to recent statistics, so far this year 92 print magazines have gone under... I am getting word daily of more magazines hanging on by a thread including XXL, INTERVIEW, and many others.
According to MediaFinder.com (an online database owned by Oxbridge Communications) and other sites offering news of the magazine and online media industry, there were 187 new magazines started in the first half of 2009. But there were an unprecedented number of magazines folding - 279 - which means a net loss of 92 titles.
The magazine category faring the worst was regional publications with 27 titles closing, including DENVER LIVING, FLORIDA INSIDE OUT, OCEAN DRIVE EN ESPANOL. The lifestyle category saw 14 titles shuttering and business saw 10, including Conde Nast's PORTFOLIO.
Trade magazines were not spared with construction-related titles hitting the hardest with 18 magazines gone due to the difficult conditions in the American real estate market.
TV GUIDE* is trying to survive and owner private equity firm OpenGate Capital appointed Jack Kliger, former Hachette CEO as interim CEO and senior adviser to the company. The magazine has already cut staff, trimmed its rate base from 3.2 million to 2.9 million, and reduced its frequency from 46 to 40 issues this year. The magazine recently launched its website at tvguidemagazine.com, but it may suffer from the confusion with tvguide.com, which was sold separately...
Music magazines are being hit hard as well. VIBE, the urban-music magazine founded by Quincy Jones, ceased publication effective June 30, due to "lack of additional financial investments." Danyel Smith, Vibe's editor-in-chief wrote: "On behalf of the VIBE CONTENT staff (the best in this business), it is with great sadness, and with heads held high, that we leave the building today. We were assigning and editing a Michael Jackson tribute issue when we got the news. It's a tragic week in overall, but as the doors of VIBE Media Group close, on the eve of the magazine's sixteenth anniversary, it's a sad day for music, for hip hop in particular, and for the millions of readers and users who have loved and who continue to love the VIBE brand. We thank you, we have served you with joy, pride and excellence, and we will miss you." The magazine has been stumbling along for several years, dropping ad pages 36% since 2005 and with newsstand sales falling 11% in the second half of 2008 from the previous year. The owner, Wicks Group of Companies, last February cut Vibe's circulation 25%, reduced its frequency from 12 to 10 issues a year, and slashed salaries 10% to 15% but neither was of any help.
The future of the music magazine genre looks bleak. BLENDER* is gone, ROLLING STONE* and SPIN* ad pages are down 21% and 26%, respectively. And, THE SOURCE, XXL, FADER, PASTE – may not make it past 2009...
For teens, COSMOGIRL and TEEN magazine have shut down and numerous online teen websites are taking their place and successfully, too.
That leads into this: what can we do as people in the PR industry to fix this? Turn to online media that is just as credible and popular among readers. For example, Maxim.com has 2.5 million viewers a month. That is an incredible amount of exposure. Plus, the upside to online publications is that it costs the companies less to produce content and therefore, they are a bit more likely to offer coverage and sometimes, more of it. Additionally, with the beauty of Google, people are much more likely to catch an interview or feature story online than someone is to pick up a magazine and find you in it.
Needless to say, MLC PR is a strong believer in online media, and we are hoping that our clients and colleagues understand the necessary shift in thinking. Even though we think it’s better to be online, for the non-believers out there, you may not even have the choice much longer.
* MediaFinder.com provided many of the statistics in this document.
Tuesday, July 14, 2009
Thursday, March 12, 2009
PRINT MAGAZINES: A DYING BREED
PRINT MAGAZINES: A DYING BREED
By Jordyn Borczon of MLC PR
As a publicist, it is part of my job to stay up on essentially every print magazine that is being published, their lead times, the stories they are working on, and which of my clients would be a good fit for them. However over the past year, it is shocking how many print publications have been forced to shut their doors. Naturally, the blame is automatically put on the economy. With the entire nation in an economic crisis, magazines and newspapers have had cut back after cut back - leaving editors and writers without jobs. Not only that, but it leaves public relations professionals with less places to pitch their clients to for coverage. However aside from the economy, there might be another factor that is causing print outlets to become extinct, the Internet.
I have alerts set on my computer so that every time a magazine closes its doors, I can update it in my records. Literally, every day I have to make an update. The most recent magazine to cease publication that really hit home was Teen Magazine, which had been a staple for me growing up. The news was sad and a bit shocking, Teen Magazine fell victim to what happened to Elle Girl, Teen People, and Cosmo Girl Magazines in the months prior to their departure. The hope that publicists have, is that we have begun to find enormous success online. Personally, after securing placements with top outlets online such as Glamour.com, Elle.com, The Wall Street Journal online and more, it is safe to say that it may not be the economy killing print publications, but it could be the Internet as well.
Despite print magazines dying out, many have found a new home online, which has proved to be a powerful asset in public relations campaigns. The Internet has changed the PR game that remained the same for years, and while the once print magazine used to hold all the glory for a client, a website or "webzine" has quickly taken its place.
Statistics show that magazine websites attracted an average 75 million unique visitors per month in the last three months of 2008, compared to a monthly average of 68 million during the same period in 2007, an increase of 11% according to The Magazine Publishers of America. The growth rate for magazines' web audience far exceeds the 3% growth rate for the Internet overall. Seventy-five million unique visitors in the fourth quarter of 2008 equals 45% of the total Internet-using population of the United States, compared to 42& during the same period in 2007.
So what does this mean? When I first read these statistics, they were not shocking, however I do not think I realized the power behind having an interview or feature with a client on a site that can have anywhere from 1 - 75 million unique viewers a month. These stats show that as print magazines continue to die, magazines and webzine's online continue to grow stronger, and have the potential to exposure clientele to "eyeballs" that may have never would have seen them before. So, I will continue to say arrivederci to the magazines that shut their doors in the coming years, while adapting to the new world of publicity in the process.
By Jordyn Borczon of MLC PR
As a publicist, it is part of my job to stay up on essentially every print magazine that is being published, their lead times, the stories they are working on, and which of my clients would be a good fit for them. However over the past year, it is shocking how many print publications have been forced to shut their doors. Naturally, the blame is automatically put on the economy. With the entire nation in an economic crisis, magazines and newspapers have had cut back after cut back - leaving editors and writers without jobs. Not only that, but it leaves public relations professionals with less places to pitch their clients to for coverage. However aside from the economy, there might be another factor that is causing print outlets to become extinct, the Internet.
I have alerts set on my computer so that every time a magazine closes its doors, I can update it in my records. Literally, every day I have to make an update. The most recent magazine to cease publication that really hit home was Teen Magazine, which had been a staple for me growing up. The news was sad and a bit shocking, Teen Magazine fell victim to what happened to Elle Girl, Teen People, and Cosmo Girl Magazines in the months prior to their departure. The hope that publicists have, is that we have begun to find enormous success online. Personally, after securing placements with top outlets online such as Glamour.com, Elle.com, The Wall Street Journal online and more, it is safe to say that it may not be the economy killing print publications, but it could be the Internet as well.
Despite print magazines dying out, many have found a new home online, which has proved to be a powerful asset in public relations campaigns. The Internet has changed the PR game that remained the same for years, and while the once print magazine used to hold all the glory for a client, a website or "webzine" has quickly taken its place.
Statistics show that magazine websites attracted an average 75 million unique visitors per month in the last three months of 2008, compared to a monthly average of 68 million during the same period in 2007, an increase of 11% according to The Magazine Publishers of America. The growth rate for magazines' web audience far exceeds the 3% growth rate for the Internet overall. Seventy-five million unique visitors in the fourth quarter of 2008 equals 45% of the total Internet-using population of the United States, compared to 42& during the same period in 2007.
So what does this mean? When I first read these statistics, they were not shocking, however I do not think I realized the power behind having an interview or feature with a client on a site that can have anywhere from 1 - 75 million unique viewers a month. These stats show that as print magazines continue to die, magazines and webzine's online continue to grow stronger, and have the potential to exposure clientele to "eyeballs" that may have never would have seen them before. So, I will continue to say arrivederci to the magazines that shut their doors in the coming years, while adapting to the new world of publicity in the process.
Tuesday, January 20, 2009
My rant: ONLINE VS PRINT PRESS
Online press may be the only shot for decent coverage sooner than you think.
I just got the news that Teen magazine has folded. This comes right after the news that Cosmo Girl folded and will only be online now. I can go on and on… everyone is closing shop and going to the internet instead of physical distribution. (Even the music industry but that’s another story!)
I am starting to think that what I have been saying over the past few years is coming to be truer than I even thought. With the economy as it is, there is no way that these magazines will be able to endure the high overhead involved in being a mainstream publication. Photographers, assistants, glamorous office space, editors, writers, printing costs, the list goes on and on… Going online will cut a significant portion of these costs and allow these publications to do what they do best—share news and stories.
Many find there to be less glamour and prestige in online press which sure, I can admit is seemingly true on the surface but there are just as qualified writers paid to cover a story online for a website. PLUS-- there is one upside to online press that a print publication can’t touch—and that’s numbers. Sure websites have a certain number of unique viewers/visitors daily BUT if you think about the power of SEO, keywords and good ol’ “googling,” online press can be much more powerful than a magazine out on stands nationally that only a set number of people will pick up and see until the issue’s obsolete and readers move on to the next one. It’s also not everlasting. Many websites leave their content up for months, sometimes even permanently.
Ok, end of rant. I think some press websites owe me a lunch now.
I just got the news that Teen magazine has folded. This comes right after the news that Cosmo Girl folded and will only be online now. I can go on and on… everyone is closing shop and going to the internet instead of physical distribution. (Even the music industry but that’s another story!)
I am starting to think that what I have been saying over the past few years is coming to be truer than I even thought. With the economy as it is, there is no way that these magazines will be able to endure the high overhead involved in being a mainstream publication. Photographers, assistants, glamorous office space, editors, writers, printing costs, the list goes on and on… Going online will cut a significant portion of these costs and allow these publications to do what they do best—share news and stories.
Many find there to be less glamour and prestige in online press which sure, I can admit is seemingly true on the surface but there are just as qualified writers paid to cover a story online for a website. PLUS-- there is one upside to online press that a print publication can’t touch—and that’s numbers. Sure websites have a certain number of unique viewers/visitors daily BUT if you think about the power of SEO, keywords and good ol’ “googling,” online press can be much more powerful than a magazine out on stands nationally that only a set number of people will pick up and see until the issue’s obsolete and readers move on to the next one. It’s also not everlasting. Many websites leave their content up for months, sometimes even permanently.
Ok, end of rant. I think some press websites owe me a lunch now.
Monday, December 8, 2008
Editors selling your CDs?!?
Sending CDs to editors who will SELL your promos!!?
Current mood: argumentative
I just read an interesting article about how editors will ask PR firms to send them CDs without any intention of writing about the client in their publication. This does raise a cause for concern because after all, these artists and even labels at many times, cannot afford to do so, and they are taking a chance in hiring PR and going for publicity in order to increase sales, etc. Now, not all places do this and even if it happens, chances are if you're smart, you know that selling music isn't your only avenue for financial gain in the music industry anymore... But rest assured MLC PR clients don't have to worry. We don't do mass mailings anyways. This was my comment on the article.
This is a very interesting article. Thank you to Ariel for bringing
such things to the public's attention, however, this should be taken
with a grain of salt. First, not all PR firms operate without
considering their clients' expenses. At MLC PR we take pride in
considering every dime spent whether it's for sending CDs, charging for
supplies or even quoting a retainer fee. We don't MASS MAIL CDs unless
it is the ONLY way a publication will consider a review, which luckily
these days is pretty rare because there are some really cool
"NON-SHADY" for lack of a better term editors and writers who will
cover your clients' work because of their love for music. We find ways
to get the client's music in front of the writer. producer, etc. before
even sending a CD and even then, sometimes we do digital links or email
MP3s. Everyone has their own ways of doing things but after reading
this I am glad my firm doesn't fit into this black hole of CDs in a
pile so to speak... My clients will be grateful! :)
Current mood: argumentative
I just read an interesting article about how editors will ask PR firms to send them CDs without any intention of writing about the client in their publication. This does raise a cause for concern because after all, these artists and even labels at many times, cannot afford to do so, and they are taking a chance in hiring PR and going for publicity in order to increase sales, etc. Now, not all places do this and even if it happens, chances are if you're smart, you know that selling music isn't your only avenue for financial gain in the music industry anymore... But rest assured MLC PR clients don't have to worry. We don't do mass mailings anyways. This was my comment on the article.
This is a very interesting article. Thank you to Ariel for bringing
such things to the public's attention, however, this should be taken
with a grain of salt. First, not all PR firms operate without
considering their clients' expenses. At MLC PR we take pride in
considering every dime spent whether it's for sending CDs, charging for
supplies or even quoting a retainer fee. We don't MASS MAIL CDs unless
it is the ONLY way a publication will consider a review, which luckily
these days is pretty rare because there are some really cool
"NON-SHADY" for lack of a better term editors and writers who will
cover your clients' work because of their love for music. We find ways
to get the client's music in front of the writer. producer, etc. before
even sending a CD and even then, sometimes we do digital links or email
MP3s. Everyone has their own ways of doing things but after reading
this I am glad my firm doesn't fit into this black hole of CDs in a
pile so to speak... My clients will be grateful! :)
Monday, November 3, 2008
MLC PR Announces New Addition
MLC PR proudly announces the newest member of its staff, publicist Howie Simon.
Howie has had over 18 years of experience in public relations, working in music, TV, film, and with authors comedians, designers, celebrity personalities and more. From experience at Warner Bros./Reprise Records working with A-list artists such as Green Day, Googoo Dolls, Faith Hill, Candlebox, Van Halen, Cher, Madonnna, and Prince to working at Shandrew PR, some of clients include or have included: Nadia Bjorlin, Susan Ward, Patrika Darbo, Kyle Lowder, Chad Michael Murray, Josh Hartnett, Lindsay Clubine, author Tom Kennedy, The Movieguide Awards, Chris Tucker, Better Than Ezra, Golf Tournament Grand Opening at Super Dome, Kirsten Storms, Gloria Gaynor, Tommy Davidson, Lila McCann, Rick James, author Scott Sedita, Kelly Moneymaker from Expose, among many others.
Howie is a great addition to MLC PR, and we are very pleased to have him on the team.
Howie has had over 18 years of experience in public relations, working in music, TV, film, and with authors comedians, designers, celebrity personalities and more. From experience at Warner Bros./Reprise Records working with A-list artists such as Green Day, Googoo Dolls, Faith Hill, Candlebox, Van Halen, Cher, Madonnna, and Prince to working at Shandrew PR, some of clients include or have included: Nadia Bjorlin, Susan Ward, Patrika Darbo, Kyle Lowder, Chad Michael Murray, Josh Hartnett, Lindsay Clubine, author Tom Kennedy, The Movieguide Awards, Chris Tucker, Better Than Ezra, Golf Tournament Grand Opening at Super Dome, Kirsten Storms, Gloria Gaynor, Tommy Davidson, Lila McCann, Rick James, author Scott Sedita, Kelly Moneymaker from Expose, among many others.
Howie is a great addition to MLC PR, and we are very pleased to have him on the team.
Wednesday, June 18, 2008
Top 5 Ways to Promote Your New Album
Top 5 Ways to Promote Your New Album
By Mona Loring of MLC PR
You’ve worked for months on your new album. Now what? Unless you have a major label, experienced management or a generous amount of investor money behind you, the ability to promote your own album is crucial. Besides the talent to make great music, promotional skills are some of the most important skills you can have as an indie artist. When you don't have the means to hire a PR firm to push the album for you, try these five steps and cover your bases. Although it is overwhelming, keep in mind that these actions are crucial to your success and the process takes the 3 Ps: planning, persistence, and patience.
By Mona Loring of MLC PR
You’ve worked for months on your new album. Now what? Unless you have a major label, experienced management or a generous amount of investor money behind you, the ability to promote your own album is crucial. Besides the talent to make great music, promotional skills are some of the most important skills you can have as an indie artist. When you don't have the means to hire a PR firm to push the album for you, try these five steps and cover your bases. Although it is overwhelming, keep in mind that these actions are crucial to your success and the process takes the 3 Ps: planning, persistence, and patience.
1. Target the Right Audience – It is very important to know and understand who your audience is in every aspect. What age group are they? Where do most of them live? What kind of music do they like? If you pay attention to these details and come up with a list of people you want to contact, you can save a ton of time and money. Write out lists and target each relevant group.
2. Create a Press Kit/Promo Package – This process isn’t as intimidating as people assume. Think about what you need to include so that the media gets to see everything they need to know about you in a concise, yet detailed manner. For example, a press kit could include:
A press release about the new album
A succinct (one page) bio
The CD (be it a single, EP or full length)
Quotes pulled from press coverage you have had in the past, if any
Contact information
A color photo
Links to your websites (Myspace, Facebook, etc.)
Some people can get more creative, but the basics are all you really need at the end of the day.
3. Compile a Media List- Getting your contact list together is one of the most important things to do. You can write out a wish list of local and national press that you want to contact. Make sure to have emails, mailing addresses and phone and fax numbers—press contacts differ in how they want to be contacted. If you have more options, you have better odds of getting through for consideration.
4. Plan an Album Release Party- The event doesn’t need to be massive, but something needs to promote the new album. Find a cool venue that you’re comfortable at, plan a set, have merchandise available for sale and invite everyone you can—fans, media, family and friends. The bigger the crowd, the better. Invite the media to meet and greet the band, get a free CD and review the show if possible. Don’t push. If they say no, they may be willing to see a future show. Don’t press any buttons and respectfully accept any passes on coverage. Just getting your name out there does wonders anyhow.
5. Mailings- Compile a press list and send your CDs (with or without press kits, but do at least send a bio with contact information noted) to every contact. Make a note to follow up if you don’t hear back in a couple weeks. Don’t follow up if you do hear back and the journalist passes. You don’t want to be a pest, remember, there’s always later. If you come on too strong, the individual may permanently blow you off.
Good luck...
Monday, March 24, 2008
Music PR Facts to Know
Music PR Facts to Know
By Mona Loring of MLC PR
Most artists trying to break in the music industry don’t have the luxury to hire a publicist. Many have to try and do their own PR in the beginning, and it takes time and experience to learn how to work with members of the media. As weird as it may sound, music media personnel (journalists, TV show producers, radio program directors, etc.) are really—let’s just say particular. The problem is that they have different ears for music, extremely busy schedules and limited patience. Your best bet in the beginning is a local paper or a music website or ezine to write a story about you or review your new album. Stop here. If you don’t have at least a professionally put together EP, wait. Music press has certain standards. They won’t take a burned CD full of MP3s or a few MP4s off iTunes. If you don’t have the basic materials, start there before you worry about media outreach on any level. If you already have the tools needed, then go and get some attention!
Below are 5 helpful tips about music media outreach:
- Do your homework. Know what they like and dislike, do and do not review. If you position yourself in a manner that appeals to the person you’re contacting, your chances are obviously… greater.
- Never address your press material generically. If you do, your materials will be put into a large pile on someone’s desk if you’re lucky—but probably thrown in the trash. They’d much rather review the 100 other CDs mailed in a package addressed appropriately! Again.. do your homework!
- Follow-up! Every call and mailing sent deserves a follow up. Wait about a week, then call the contact and just ask if you could take a minute of their time to tell them about what you have going on… If you actually make contact, find out if they got your package/email, and if they plan to cover you in some way. Be very polite and don’t take it personally if they blow you off... these people are very busy!
- If you do get a hit with the media, remember to be very punctual and professional. Do not miss your appointment, or show up late for an interview, they do not give second chances. Again, you are dealing with very busy individuals that have many more people like you to choose from—you, do not have that luxury with media.
- Be prepared for mistakes to happen. Again these people are very busy and unfortunately, this means they may get your name wrong on air, mix your facts up in a feature, or worse, tell you they will cover you and then flake out. No matter what happens, if you want to have the chance to work with them again, you need to take it all with a grain—ok a spoonful of salt.
This is not an easy job but it’s doable. If you take these tips to heart and really put time forth working with the press, researching potential contacts, reaching out, and staying in contact with the media, you should get the initial buzz you need going.
Copyright 2008, Mona Loring
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